Dangers of not buying a Jeep revealed in new ad
Jeep has released the latest ad in its “bought a Jeep” series focusing on the potential consequences of not buying a Jeep.
The 2014 Grand Cherokee ad, by CumminsRoss, focuses on two men forced to chaperone a children’s cowboy themed birthday party while their absent friend is out enjoying a drive.
CumminsRoss CEO Sean Cummins told Mumbrella: “We’ve got a lovely retail platform for Jeep which is the ‘I bought a Jeep’ campaign and we’re looking at it from all different angles. So it is a variation but the theme is exactly the same.”
“It’s just there to continue something that’s really caught the imagination of the public. In fairly rapid time it’s become a bit of a public favourite,” added Cummins.
The “I bought a Jeep” campaign has spawned a number of parodies, including one by The Van Vuuren Brothers on the psychosis that sets in when somebody only uses that phrase.
“It’s crazy but great, you know you’ve pushed through to another level when it becomes a punchline or it becomes something in the vernacular and that’s the high watermark of any campaign that can do that,” said Cummins.
“It’s a nice way to put across a retail message, treat the consumer with respect by giving them a little joke to break it up, otherwise you find yourself with just screaming shots of cars and prices and no one really wants that. We try to treat the consumer with intelligence.”
Client Credits:
- Client: Fiat Chrysler
- Director of Marketing: Mark McCraith
- Senior Manager, Sponsorship and Dealer Activation: Luke Skrzelinski
- Executive Marketing Assistant: Natasha Cuthers-Clark.
Agency credits
- CEO: Sean Cummins
- Executive Creative Director: Jason Ross
- Creative Director: Steve Callen
- Creative: Ed Howley, Toby Cummings, Sara Oteri, Josie Fox
- Group Account Director: Ben Epstein
- Integration Manager: Rosie Bean
Production Credits:
- Production Company: Nice Bike
- Director: Marcus Flack
- Producer: Lou Quill
- DOP: Joel Betts
- Senior Online Editor: Damian Capicchiano
- Colourist: Fergus Hally
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Worse re-sale of any car on the market.
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FD…does that stand for Ford dealer?
I am not sure had a 2014 Cherokee can have poor re-sale. Given it is just new. But I can imagine your just a troll working on a competing car account or even more sad, a car marketer. Shame on you. This is great advertising.
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No Honest John… no affiliations to anyone. I did work in the car industry for a bit and (from what I saw) Jeep’s had the worst re-sale of any car on the market. And yes, a 2014 Cherokee can have poor re-sale – try selling it in six months time and watch half your money go! And no, I wasn’t criticising the ad either…
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FD..at the risk of encouraging you, the minute you drive any new car off the lot you lose money.
Cars depreciate. That is life. If you want cars to make you money, buy a 1960 Porsche. Otherwise, let it go.
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Thanks for explaining the basics of car depreciation to me. Again, all I’m saying is you drive most cars off the lot you’re losing 20%, Jeep’s (and Chryslers) it’ll be closer to 50. That said, their models are much better than they were five years ago.
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I don’t normally get rubbed the wrong way with Ads – but I guess being a new dad myself, the idea that because “he got a jeep” he bailed on a child’s party, well, that just makes the guy look like a douche bag?
What’s next… missing child support payments because you “bought a jeep”?
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FD is right. Maybe Jeep’s comms will actually start to turn this around. Or maybe it is just that the product is not as good as the promotion.
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Would have to agree with FD on this one. Granted, it’s been a catchy campaign. However, Jeep need to seriously look at their follow up service and quality control. I bought a Jeep. I sold a Jeep – less than 18 months later after the 4th recall, endless issues with parts that simply don’t appear to be available in Oz very quickly, appalling dealership service and completely ludicrous servicing costs. To say I took a bath on it would be a massive understatement.
The ONLY reason that there has not been far, far more of a social media backlash against Jeep is that if you do attempt to complain or highlight an issue via their facebook page, they simply block you from commenting. The last time I looked, they had actually added a tab that said if you wanted to complain, you had to make contact separately to their fb page. Nice ad, shit way to attempt to build a brand following long term. I suspect many, many people will still buy a jeep – once.
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I actually historically like the brand, but I’m a bit of a snob so I liked it way better before it started to get advertised in this country via the Massive Branding Overkill method.
I bought a Jeep. You bought a Jeep? Yes I bought a Jeep. A Jeep? Yes a Jeep. A Jeep you say? Yes a Jeep. Really, a Jeep? Yes: J-E-E-P, Jeep. So, you bought a Jeep then? Yes, I bought a Jeep. A Jeepy Jeepy Jeep Jeep. Jeep.
Regarding resale value, don’t sweat it. The money you save on fuel by no longer driving a Jeep will more than offset the bath you take in selling it. These are cars (the Wrangler in particular) designed for low fuel cost economies (ie, the US). Selling your Wrangler is like the day your kid finally finishes private school.
Agricultural in the city, but heaps of fun offroad though.
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Doesn’t rock my boat baby! This is socially crap behaviour you’re depicting guys – the characters look like wallies – and so does their absent friend!!
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My Last Jeep was a a 2005 Jeep Cherokee it was a complete lemon. Replaced by Jeep after completing 70,000 kms.
The replacement was much better and I sold it after 300,000 kms.
I will b e buying the new 2014 Jeep Cherokee, due in the first quarter of 2014.
Possibly proves there is no fool like and old fool.
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I think it’s…GREAT
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This ad could only be better if there were two women in place of the men..much more groundbreaking 🙂
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